It’s clear that pharma website visitation has a big impact on brand requests – DRG’s ePharma Consumer® 2015 study found that online consumers who use pharma websites are significantly more likely to request a brand name drug (49%) than are those who don’t use pharma websites (14%). One of the easiest ways to get them to your brand website is through search optimization and strategic search initiatives.
Roughly one quarter (27%) of respondents who have not used a pharma website are unaware that pharma websites exist, do not know where to find them, or report that pharma websites simply did not show up in their search results, according to ePharma Consumer® 2014 data. Moreover, of the online consumers who didn’t use pharma websites for these reasons, one in three had researched prescription drug information in the past year, and 43% were interested in using a pharma condition website.
In order to convert prospects to patients, it’s not simply the content that matters, but the accessibility of the content as well. Given this demonstrable consumer interest, pharma marketers would benefit from re-prioritizing their digital efforts and re-allocating their advertising dollars toward the journey, not simply the destination. Moreover, brands that are less visible through search will lose out to brands that have better optimized, as searchers are routed toward their websites instead.
Here are three areas to focus on first to improve brand visibility:
- Mobile Optimization – Optimize, optimize, optimize! Having a mobile-friendly website is critical, and sites that aren’t optimized experience drastic declines in search visibility. Brands can gain domain authority through responsive desktop/mobile websites (where those with different domains for desktop and mobile may be competing with themselves for search visibility).
- Integrated Campaigns – We learned with our recent report on DTC ads and digital info-seeking that TV ads are effective at building brand awareness, but online ads are much more effective at driving action. To build on TV-generated awareness, invest in search, online ads, and digital resources as engagement and decision-making tools.
- Paid search, depending on competition – keep in mind that crowded therapy areas have increased competition, so you may have to invest in paid search. At a minimum, brands should be buying branded terms, which are less expensive and serve to attract hand-raisers already considering your product.
For more information on how to re-prioritize your digital efforts to optimize search, email us at firstname.lastname@example.org.